A social media program will not be successful if you make it up as you go along, says, Geoff Evans, founder of Social Media Coach, in London, Ont.
“A lot of advisors come to the table not knowing why they want to be a part of social media,” Evans says. “You have to start with a vision of what you are trying to accomplish.”
First, Evans says, ask yourself what you are trying to accomplish on social media. “Marketing,” he says, is not a specific enough goal. You should decide, for example, whether you aim to use social networks to build credibility in your practice or to increase the visibility of the services you offer.
In order to develop a clear vision of what you want to accomplish through social media, Evans offers the following tips:
> Create a plan
At the beginning of every month, take the time to map out your social-media goals. Evans suggests spending 20 to 25 minutes on the first Monday morning of each month, for example, to develop your strategy for the month ahead. Identify the gaps and opportunities in your business that you want to address, and align your social media strategy accordingly.
Your social media strategy can be much like a financial plan. It should be an “organic” document that is re-evaluated periodically to reflect changing circumstances.
> Focus on one platform at time
Identify your target demographic group and choose the platform best suited to reach that audience. Evans suggests that you start small by working on only one social-media platform and then expand as you become successful.
“If you join everything at once,” Evans says, “you will be overwhelmed, get frustrated and quit.”
> Create compelling content
To be successful online, you have to find ways of creating and sharing content that connects with your clients on a personal level. How you do that, Evans says, depends on the style you want to develop and your audience.
> Get approval
Determine which material will require approval from your compliance department. Create a schedule of content you wish to post and seek compliance approval far in advance. This can help prevent delays and ensure your posts are timely and relevant.
Keep your content useful but general — such as reminders of RRSP and tax deadlines. Never make specific recommendations.
> Push for education
If you aren’t receiving adequate social-media training from your firm, Evans says, ask for it. Training will help you better understand how you can build your business using social media and clarify your firm’s compliance requirements.